Client
A new ambitious neobank named Montelux, aiming to launch in the European market and enhance the user experience.
Vision
When it comes to European banks, historical continuity is synonymous with stability. And that
is a very powerful association. However, on the other hand—let’s be honest—we all want to use
a modern, tech-driven bank on our mobile phones. And that, let’s admit, belongs to a slightly
different visual world.
Design Strategy
We want to create the impression of a renewed, reimagined medieval temple. We will use elements of classic medieval design, but present them in a modern, minimalist style. This will allow us to evoke visual associations of reliability and modernity—simultaneously.
Graphic Solutions
Visual choices that reinforce the brand’s reliability and European origin. The precise use
of a classic burgundy color—rarely used by competitors—emphasizes the brand’s sense
of permanence.
The use of serif fonts for body text and a restrained ribbon-style capital Roman typeface
for the logo. The symbolism embedded in the letter “M” mark is an interpretation of heraldry,
diamond-shaped patterns, and also resembles two mountain peaks—complementing
the brand name, which begins with “Monte.”
The overall character of materials, presentation, and visual language is aimed at creating
the image of a deeply rooted European brand with tradition.
Inspiration
During the development process, we were inspired by how architectural studios, communities,
and cultural institutions work with historical spaces—especially churches.
It felt fitting to build the bank’s identity based on its market positioning by drawing inspiration
from revitalized historical spaces. When something conservative and traditional—solid
and timeless—is infused with the new, not to challenge it, but to care for and preserve
its core values.
This encouraged us to view the bank’s identity through the lens of maintaining a stable
and classical appearance, in line with the European spirit, while introducing a contemporary
touch. A modern interpretation of the classical. That’s why revitalized spaces—especially
carefully modernized old churches—seemed like the best reference point for further
development.
References
We also drew inspiration from the monumental vaults of old buildings, enchanting ornamentation
and heraldry on facades, ancient coats of arms, the first Italian banks, exquisite tiling, and other architectural details from the past. What made it even more intriguing was the challenge
of digitally and minimally recreating the spirit of this stone-carved aesthetic and art.
Research
Through our design research, we clearly observed a trend: traditional banks tend to have
a rather conservative approach to design, while neobanks and online services follow a highly
digital-oriented direction. All of our decisions were guided by a thorough analysis of color
palettes, typography, and symbolic language used by the majority of banks across Europe.
Logotype
Як вже зазначалося, логотип це головна буквиця назви бренду, перетин штрихів є як у торгівельному знаку так і у шрифтовому логотипі. Торгівельний знак, при цьому, може адаптуватися під графіку та бути варіативним залежно від медіуму та методу відтворення.
Credits:
Denys Levadny
:^)
Viktor Grudakov
Art-Director at Once Agency
Anastasiia Shuripa (Appi Rush)
Graphic Designer at Once Agency
Yelyzaveta Melnyk
Manager
Mariia Bolshakova
Manager
Design research
Author of design concept & idea
Photoproduction of case
Motion graphic
Art Direction
Graphic materials
Brandbook & Guidelines
Style implementation
Managment
Managment
Request